Why a strong Experience is more valuable than a product

The days when a great product or efficient service was enough are long gone. In the Experience Economy, success is no longer about what you sell but about how people experience it.

Think about the difference between a standard cinema trip and a 4D IMAX film experience. The first is simply watching a movie; the second immerses you in the action: your seat moves, the air changes, and you feel part of the story. That’s the difference between a transaction and a true experience.

Why does this matter? People don’t remember facts; they remember emotions. A powerful experience leads to:

▪  A stronger connection with a brand or business

▪  A higher willingness to pay

▪  Increased loyalty and word-of-mouth recommendations

How do businesses apply this?

▪  ABBA Voyage, London: reinvents live entertainment by combining nostalgic storytelling with cutting-edge technology, allowing fans to experience a virtual ABBA concert decades after the band’s prime.

▪  Burberry: transformed its flagship stores into immersive spaces where customers interact with digital mirrors, live catwalk screenings and personalised styling advice.

▪  LEGO House, Denmark: is more than a shop; it’s an interactive playground where visitors can build, design, and bring their creations to life using advanced digital technology.

What does this mean for companies and professionals?

If you want to make a real impact, you need to understand and influence the senses, emotions and expectations of your stakeholders: whether they are consumers, employees, or business partners.

Find out more in my book From Experience to Purpose, where I explore how businesses can design experiences that go beyond transactions: www.eventarchitect.com/from-experience-to-purpose/

Which brand experience has surprised you the most? Share your thoughts below!